It’s a funny old world as US Tourism appoints CMO after JWT wins $200m pitch

All agency types know that the appointment of a new marketing director, or CMO as we often have to call them these days, often means trouble.

Chris Perkins, an agency veteran from Blitz Media just appointed as CMO at the Corporation for Travel Promotion, the new government-backed US tourist body, will know this as well as anyone.

Last week CTP appointed JWT, which had worked on US tourism before, after a rapid pitch, without the presence of Perkins. The CTP is planning to spend some $200m on a global ad campaign so it’s pretty important that client and agency see eye to eye.

It’s a rum do but Perkins is making the right noises at least, telling Ad Age: “I’m honored and thrilled to lead the creation of a campaign that will capture the American spirit and all that our great nation has to offer international visitors.”

Which rather suggests that JWT didn’t actually pitch a campaign when it beat off the rival efforts of Ogilvy & Mather and DDB.

Let’s hope that Perkins and JWT hit it off together when they have their first getting-to-know-you ’tissue meeting.’

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